77Kids, the younger label of American Eagle Outfitters is changing it’s name to RUUM American Kid’s Wear.

American Eagle announced in May that they planned to eliminate their children’s clothing line, which debuted online 4 years ago. The company was purchased this past August by Ezra Dabah, former chairman and CEO of The Children’s Place. American Eagle will record an after-tax loss of about $35 million as a result of the sale. Mr. Dabah, through his Ezrani 2 Corp., paid 65 percent of the cost of the acquired inventory and all of the 77kids assets, including the related online business as well as a temporary license to use the 77kids name through Jan. 15, 2013.

If you are a fan of the label, as we are, now is the time to grab up liquidation savings until the new RUUM merchandise hits stores. We’re not sure what the new change in ownership will bring but we certainly hope that we can continue to see quality and stylish kids wear.

21 Responses to 77Kids to Become RUUM American Kid’s Wear

I am very saddened to hear that American Eagle is closing its Childrens Clothing Line. I Love 77 Kids Apparel! I am a customer of both The Children’s Place & 77 Kids but I prefer 77 Kids over all children’s clothing apparel because of the designs. I find the clothing to be very modern, & in tune w/ today’s fashion. The very same clothing other designers are making for men, 77 Kids has for children. Hopefully Ruum Clothing will carry on 77 Kids tradition.

I’m so very upset that 77kids clothes line will no longer be available it is. T favorite brand for my grand daughters. I visited Ruum store today and the quality of the clothes is just not up to parr with 77kids.

ToniFebruary 4, 2013

SOOOOO SAD!!!! I see RUUM is up and running already. Is there any way to get my hands on 77 Kids Clothing???

blah! i just went to the ruum website and it looks just like the children’s place. there is nothing special about this new line at all. 77 kids had so much more of a hip and modern style and i am bummed they went out of business.

We adored 77Kids, too! The quality was top-notch (we even tested their 77 Washes guarantee, literally!). After seeing the selection, it seems this level of quality is not the focus for the RUUM target market. It’s unfortunate that many brands, in addition to RUUM, are being forced to lower quality standards to meet the price points Moms are willing/can pay.

Have you joined LoobaLee? We would certainly like to get quality kids clothing into circulation and make it available for Moms! Listing is 100% fee-free.

EmilyMarch 12, 2013

I am so disappointed that American Eagle discontinued their 77 Kids Line. I just went on the Ruum kids site and found it to be very uninspiring. The clothes look just like Children’s Place except they’re more expensive. Theey don’t have the cool designs 77 Kids did. I won’t be going on the Ruum kids site anymore!

karla cortesMarch 21, 2013

Im so upset that the store closed i loved. I it just found out. i was going to shop for my 3 year old son for perschool…

karla cortesMarch 21, 2013

omg just went to that site….. did not like nothing!!!! about it … its not styleish ..plus nothing to do with 77kids..

Giselle ChristmasApril 5, 2013

Just discovered change… So sad! I was new to 77Kids last yr. had not even ha a chance to make a purchase, but “Pinned” a TON of awesome stuff. Probably the last time I went to the online store was just before the switch to RUUM. I need a dress for my daughter so I went on just now and was totally confused. I have to say the line is awful, especially when compared to the originality and cuteness of the original 77Kids. They should just take it off the AE website all together. It has no relation or comparison whatsoever. Oh well, they lost a potential new customer. PS – Thanks! This was the first link I found to clarify what happened!

I was very sad to see 77 kids clothing go away. I loved the look and fit of their jeans and shorts. The metal hook was easy for my 6 year old to get on. RUUM clothing does not compare. Hopefully they will make some changes.

Thanks for the comment! It’s consistent with what I’m hearing from everyone. Unfortunately, 77Kids was sold to RUUM, and I think RUUM has a different philosophy and target market. I’m not expecting them to get back to the level of quality of 77Kids. We hope to see a lot of 77Kids resale on LoobaLee, but at this point, we have not (or at least not yet) added RUUM to our approved brands list. Thanks for stopping by! btw… if you know of any Moms interested in a small business opportunity, LoobaLee is looking for Stylists. More info here, and more info coming soon. ~Suzanne

CammieJuly 29, 2013

I couldn’t find many reviews of Ruum. I ordered online during a recent sale. I liked 77 kids. I shop almost everything online due to my small city with few choices. I got my box and I almost want to send everything back. In 15 years of online shopping I have never been so disappointed. The tee shirts were paper thin. The shorts looked vibrant online and were faded looking in person. The sizing ran small IMO. My DD wear an 8/9 in Gymboree and a 14 tee shirt barley fit and she is small for her age. The accessories were poor. My DD loves accessories and the belt was thin and small, one necklace came broken and one bracelet broke after trying it on. The socks seemed to run small(I worry they would not last 1 washing). The CS never got back to me. Luckily my DD doesn’t like it either so I’m just going to take the $5.95 as a loss and ship it all back.

Thanks for the comments Cammie! I know our readers will appreciate it. It’s so unfortunate. 77Kids was great, and set a high bar for quality — too bad RUUM isn’t even close. Thanks again! Stop back soon, ~Suzanne

EarleneAugust 8, 2013

I am 100% an American eagle fan. I seldom buy clothes any where else. The 77 kids was such a great style and quality for a growing boy. The jeans last for years. Although the quality of ruum seams to be the same, the online selection is small and has caused me to shop else where for my son. I am in Va and they did away with the NC store!!!! I hope they increase there selection soon or add. A store closer before other retailers open close by.

Thanks for your comments Earlene, I’m sorry about your store! Where else are you shopping for your son these days?

OliviaOctober 25, 2013

AEO had a smart business move. They sold 77Kids so they could open more AEO stores in and around Europe. They weren’t making as much money as they would have liked with a separate store dedicated to a kids clothing line.

TammyNovember 12, 2013

Totally disappointed. Ruum clothes are not as stylish. I just don’t think the quality us there and it’s boring. I bought as much 77 kids apparel as I could. I wish I could find somewhere that I loved as much as 77 kids.

WhitneyNovember 1, 2014

I think back the the times I would go online to 77kids and make purchases for my daughter. Their clothes fit my daughter perfectly and I couldn’t say enough about the quality. Thankfully right before they sold their soul to RUUM I bought up everything I could and I’m so happy I did so. She still rocks her 77kids clothing, but I will be very sad when she grows out of it. RUUM kids did nothing for me whatsoever, and I will be damned if I put the brand of an alcohol on my 9y.o. American Eagle should have marketed their clothing in store rather than online, and in higher volume. Biggest mistake was selling it off to another company that didn’t appreciate the hard work American Eagle put in.